Plenty of traffic... hardly any sales

[cassidywilliams]

Hi guys,
I need your help. I have a really good product and I get a decent amount of traffic to my sales page every day (~150). The problem is that my conversion rate is really low (1 sale every 2-3 days).

I would kindly ask you to review my copy and give feedback:

http://www.firmbuttexercises.com/workout/

As the product is new and the clients havent had much time to get results, there are no testimonials yet - but they will come. I dont want to be unethical and make them up.

Any tips to increase the conversions are welcome!

Thank you so much in advance!

[dvduval]

I'm wondering if that extra "personalize" step is really helping you. You can always personalize after the sale.

[cassidywilliams]

I have Google Optimizer in place: version A is a single-page copy and version B is the one where you can personalize. The point of that is to make the 2nd page more relevant to reader's gender and main goal (whether its fat loss or muscle building etc).

Version A has a bounce rate of 90%, whereas B has 64%. Not much difference in the final conversion tho.

[dvduval]

That's good that you are using the optimizer. I wonder how much of that 150/day is actually good quality traffic. I can recall on some of my ecommerce sites that I really didn't start getting sales until I hit around 300-400/day, and at that point I was getting in the range of 2-5 orders per day.

Have you tried participating in some communities where they talk about health and fitness, and where you can have a link in your signature?

(I'm don't the the copy is the reason for low sales at least at this juncture)

[MontelloMarketing]

So far no one has mentioned the 500 pound gorilla in the room...

The copy is very tame... not persuasive... lethargic. And that's also the best way to describe the doctor's on screen persona.

At the very least, get your letter amped up. Throw some emotion into it. Next level would be to get your video copy written professionally... and get the good doctor to rehearse a little and pump some energy into his own performance.

[cassidywilliams]

Most of the traffic is coming from Google (and other search engines). That is all targeted as people are searching for butt exercise related stuff. Maybe 10% comes from affiliates.
All in all I'd say the quality should be good enough. Most certainly its not random. Every now and then I also do targeted advertising with AdWords.

Maybe during recession people don't want to spend much money on workout products, who knows.

In any case, I believe its the copy / layout. Maybe its not the key reason, but Im sure I could improve it. Any recommendations?

[TristinTaylor]

I would highlight more the fact you have a doctor phd on board who had something to do with your product...and it may sound cheesy but before and after pictures work well for products like these (I think)...worth a test at least!

[AnneE]

Ooh.... this is EASY... as a potential customer

I come to your website sitting on my saggy, baggy derriere. I want a hot body. You start talking about me eating the wrong foods and doing the wrong exercises, tell me you can give me the info on how to get a hot body (by the way a few pictures of hot derrieres... women's backsides in leotards or jeans wouldn't hurt either ... no I'm not gay... but show me something that makes me say "yeah, that's what I want to look like")... so I'm still reading

I read and I read, but I don't hear what I need to hear to open my wallet.

You never tell me that I can do this in x minutes a day.

You never tell me that it will be a painless process, that I'll be amazed at how easy these exercises are.

You don't tell me that ANYONE can do this, no matter how out of shape they are (it's okay to admit it will take the fatties a little longer)

You don't tell me that there are plenty of delicious foods that I can enjoy and never go hungry and still have that HOT BOD!!!

Tell me these things and CHA -CHING...... I WILL PAY!!!

[TimCastleman]

Cassidy -

I actually like your offer but it can be improved upon. Why not take the audio files and turn them into MP3 (there is free software that takes the audio from your videos and turns it into MP3).

Also what about a goal sheet to track their progress, etc.

Finally what about a 15 minute coaching session over the phone if they want it.

For $29 they are already getting a lot BUT add these things and I think it makes it a no brainer.

Tim

[David Raybould]

Hi Cassidy,

Sorry, but I'm going to agree with
what some of the other guys have
said.

You need to pump up the volume
here - let the prospect know what
your product is going to do for them.
Make them feel it - make them taste
it, experience it.

Once they can see and feel what
the benefits are, you can actually
make them want your product.

As it is, the whole thing is just a
little too passive.

Hit their emotions, trigger their
hot buttons, and get them
pumped up.

Only then will you get some
serious conversions.

With the traffic you're getting, if
you get your conversions up you
could be making serious money
out of this.

Good luck

-David Raybould

[cassidywilliams]

Thanks everybody for great feedback.

[PaulMartinezCopywriting]

Hey Cassidy,

I agree about the need to spice up the copy. I'd also like to point out two points you could focus on:

1.) The "It's Not Your Fault" Angle--Your readers want to know that it's not thier fault. It's the media, fast food companies and their dastardly marketers, bad exercise advice, etc.

2.) The "Secret" Angle--Your an expert. You have a proprietary system for getting rid of a flabby butt once and for all. It's the secret the fitness magazines, Jenny Craig, etc. don't want your readers to know...because it would put them out of business.


As far as testimonials--can you get some "general" ones from clients? Like "Cassidy's an amazing personal trainer, I lost 30 pounds in 2 1/2 months!", "Cassidy is such a great trainer!"etc. Any testimonials help. Not having them, especially for a weight loss/fitness product, makes it really tough to overcome the reader's skepticism.